Digital Purchasing
Strengths:
Tocaya has developed a robust digital ordering platform, giving customers the ability to not only order pickup and tableside but to also earn and redeem rewards. With these rewards, plus lower prices, Tocaya incentivizes guests to order directly rather than through 3PD platforms. Perhaps most importantly, Tocaya has eliminated the guest checkout option – ensuring comprehensive purchase data capture.
Growth Opportunities:
Tocaya has an opportunity to capture convenience-driven customers by offering white-label delivery through direct ordering. Informing these customers about the advantages of direct ordering (though delivery bag flyers, social media, etc.) and subsequently offering the convenience of delivery would exponentially increase Tocaya’s CRM.
Personalization
Strengths:
Capturing customer and purchase data through their online ordering platform prepares Tocaya to conduct highly effective, personalized marketing campaigns. They have already made progress with an omnichannel strategy (including social, app notifications, and email). Additionally, Tocaya has begun experimenting with lifecycle marketing, offering incentives for first purchases and the ability to accumulate rewards with specific, desirable behaviors.
Growth Opportunities:
Tocaya’s great opportunity lies in lifecycle marketing: personalizing the messaging and incentives for each customer not just based on their demographics and past purchase behavior, but on the stage of their relationship with Tocaya. This tailored approach (supported by A/B testing and automated campaigns) can increase customer LTV (lifetime value) by transforming new diners into regulars and loyal guests into lifelong customers.